Prequel

Prequel is an Israeli private company operating a small-scale but vertically integrated digital advertising business. Based on the available product evidence, it runs a proprietary campaign management and optimisation platform for advertisers and agencies, an ad exchange and publisher monetisation stack for inventory owners, and a consumer-facing mobile app and game studio. Its core commercial activity appears to be programmatic advertising infrastructure and managed monetisation across web, in-app, connected TV, audio and podcasts. The company makes money primarily by taking a margin or revenue share on media transactions flowing through its exchange and publisher monetisation products, and likely by charging against advertiser media spend through its demand-side workflow. A secondary revenue stream appears to come from in-app advertising and in-app purchases generated by its own mobile gaming portfolio. Customers therefore include advertisers, agencies, publishers, app developers and, on the consumer side, mobile game users.